Australia - Free-to-Air TV - Market Overview and Statistics


Following the end of analogue broadcasting in December 2013, Australians have been able to access many more Free-to-Air TV channels as digital broadcasts. Although there are more channels available, the number of viewing hours has remained relatively stable for a number of years, and as a result individual channels, and particularly specific shows, have seen declining viewer numbers. Viewing habits have also been affected by the advent of catch-up TV services, which have been made available from the main broadcasters for two to three years. In addition, the launch of subscription video services from operators such as Presto, Stan and Netflix will further erode liner TV viewing as subscribers choose instead to watch programs at a time of their choosing.

The market share of internet-enabled smart TVs and 3D TVs remains below 50%, but these devices are seeing increased uptake, allowing viewers to access IPTV and other online or downloaded content. Onwards to 2020 we will continue to see digital technologies increasing their market share of the entertainment and media industries in line with the roll-out of the National Broadband Network across Australia, which will provide more capable broadband infrastructure for IP-delivered content.

These changing market conditions are impacting both the FTA and subscription TV industries. The FTA channels are counting on the use of Hybrid Broadcast Broadband TV (HbbTV) technology, which allows viewers to watch catch-up TV direct on the TV set using FreeviewPlus.

This report provides an overview on the FTA market in Australia as well as an overview of developing market trends.

Key developments:

Advertising revenue for FTA broadcasters falls into FY2015; digital TV, advertising and content, TV viewing hours stable but shifts to catch-up streaming services; popularity of FreeviewPlus EPG.

Companies covered in this report include:

Australian Broadcasting Corporation (ABC), Special Broadcasting Service (SBS), Seven West, Nine Entertainment, TEN, Free TV.

Table of Contents

  • 1. Synopsis
  • 2. Market update
    • 2.1 Overview
    • 2.2 Digital media uptake continues to increase
    • 2.3 Public broadcasters
    • 2.4 Private broadcasters
      • 2.4.1 Overview
      • 2.4.2 Seven West Media
      • 2.4.3 Catch-up TV continues to expand with apps, online content and HbbTV
  • 3. Trends and analysis
    • 3.1 Free-to-air TV still going strong
    • 3.2 FTA industry faces increasing challenges
    • 3.3 Broadcasters old and new use internet to deliver content
    • 3.4 4K, 3D, Ultra HD and smart TVs availability keeps increasing
    • 3.5 FreeviewPlus
    • 3.6 Aging TV audiences
    • 3.7 Broadcasting is moving to broadband
  • 4. Market statistics
    • 4.1 Background information
    • 4.2 Advertising market statistics
    • 4.3 Advertising predictions
    • 4.4 Television viewing statistics
  • 5. Drama spending and production
    • 5.1 Advertising production
    • 5.2 Australian drama and content
  • 6. Related reports
  • Table 1 – Television set penetration by number and type of sets – 2010 - 2014
  • Table 2 – Percentage shares of capital city TV advertising market – 1998 - 2014
  • Table 3 – Metropolitan advertising revenue for FTA commercial networks – 2009 - 2014
  • Table 4 – Regional and total advertising revenue for FTA commercial networks – 2009 - 2014
  • Table 5 – Australian advertising spend in Pay TV and FTA sectors – 2010; 2014; 2016
  • Table 6 – Australian advertising spend by industry – 2010; 2014; 2016
  • Table 7 – Australian advertising production by network – 2007 - 2012
  • Table 8 – Australian broadcasted content – 2008 - 2012
  • Chart 1 – Overview of Australian content measurement between 0600-2400 – 2007 - 2012
  • Exhibit 1 - Hybrid Broadcast Broadband TV

Focus Report profile


Strategies & Analyses (Industry & Markets)

Number of pages: 12

Status: Current

Last update: 19 March 2015
View update history

Analyst: Henry Lancaster

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